by Digital display advertising is graphic advertising on Internet websites, apps or social media through banners or other advertising formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.
Digital display advertising is an outbound display advertising format where you target predefined audiences with images or banners. There’s also native ads and text ads in the mix in there. You target them on different websites, on social media platforms, and on mobile apps.
Note that outbound advertising is a concept where the advertiser targets the audience and sends their message out to them as opposed to something like inbound, which would be search where the audience comes to you. So, there’s a key difference between the type of marketing that display is. It’s an outbound advertising format.
Value
Awareness and interest
When we visualize a funnel, it’s quite clear to see where display fits in the consumer intent journey. We begin with awareness and interest. This is where display fits in. We’re sending our message out there to people, to audiences who may potentially be interested in the product.
Retention
With a retention piece, the remarketing fits back in there too, because if you think about remarketing, we’re sending ads out to pre-existing customers or people who’ve been in that site before. So, if we want to retain these people as repeat customers, it makes sense to kind of remarket out to them with special offers for people who have been on the site before.
Consideration and conversion
As we move down the funnel, as they get more and more aware, as they align it to their needs, we start moving into the consideration and conversion areas. So, consideration and conversion can be with around channels like remarketing, and shopping, as well as search as well.
Methods of Display
Window Displays
They might seem old-fashioned to some, but well designed and produced window displays can still be a very good in-store marketing strategy.
Granted, it’s not easy to attract the attention of busy passers-by who are likely to be focused on their mobile devices. With good planning and design, it’s certainly possible.
It’s not just a matter of assembling a few good selling products and putting them in the window. To differentiate themselves from their competitor stores, successful window displays need a combination of a good focal point, lighting, and, perhaps above all, a narrative or theme element.
The theme you choose will depend on the niche you are in and the season in which you are selling, but whether it’s Thanksgiving or Christmas, the hunting season or summer, there’s sure to be a way to make your core products stand out.
LED Signs
Traditional banners and posters remain very effective, but there’s also an important place for electronic signage within your store. Brightly illuminated screens can be mounted in a wide variety of locations within retail outlets and the great thing is that their messages special offers, discounts etc. can be changed instantly from a manager’s computer.
In-Store Retail Sign Displays
Modern technology now makes it possible to place high quality and accurate images directly onto all kinds of surfaces, including, walls, floors and ceilings.
Better still, colorful images, graphics and corporate logos can now be produced three-dimensionally on a wide variety of materials, including wood, vinyl, plastic glass and metal, giving options for a huge range of high-impact effects. Therefore, this kind of signage has numerous possible applications.
Particularly in larger stores, directional signs can be very effective, not just in guiding customers towards the products they’re looking for, but also in reinforcing corporate branding.
Banners
All the advantages of posters apply equally to banners, which can today be easily produced on a variety of hard wearing and weather resistant material. The main difference is one of size; the generally larger format of the banner makes it especially suitable for the high-ceilinged Big Box or discount type store.
Types of banners may include:
- Banner stands
- Customized flags
- Customized vinyl and fabric banners
- Pole banners
- Suspended ceiling display banners
Posters
Posters are of course nothing new, and have been effectively used by retailers, Hollywood, sports promoters and Governments for many years. The reason for their enduring popularity is simple: they work.
There’s good evidence that vision is overwhelmingly the most powerful of the human senses, so that well-designed colorful posters are a particularly effective way of attracting immediate attention and also creating messages which will remain long in the mind of the prospect or customer.
Errors in Creating Display
Some stores have their displays crammed with many similar items. This situation might be perceived as aesthetically intriguing to the viewer. It is a violation of the principles of harmony and rhythm, and it’s not advisable under any circumstances. The items that you display shouldn’t render a boring aspect because it won’t attract customers. You definitely don’t want your store to resemble a factory where similar products are disposed in straight shelves.
Too much merchandise or too little. The correct amount of merchandise that you want to display is connected with what you want to communicate. If you sell luxury items, bear in mind that the more expensive the item is, the fewer you should display. Crowded displays may suggest cheap merchandise or discounts. Too little merchandise may suggest that you’re going out of business, or you’re not very prosperous. Also, it can be seen as a sign of carelessness; sometimes you can see empty mannequins for days in window displays and people that don’t even bother doing something about that. So be very careful, and don’t exaggerate.
Using too many mini themes in a display is also disorienting. Customers might find it hard to understand what products are actually highlighted, what is the specific of the store and of the merchandise.
At the same time, you’re not conveying any message if you display too many different items that tell their own story and should be emphasized on their own. You don’t put into displays each and every type of items that are in the store. Displays are meant to show the best you have. If the best you have is quantity and you intent to show that to the customers, then you should probably make use of many dress forms and / or torsos in the display and apply the principles of harmony and rhythm. Use a creative and simple scheme that won’t make the display look too crowded.
Lack of rhythm: the principle of rhythm is frequently violated when many small items are displayed in a single area with no attempt to keep the eye following a planned pattern. Try to create a display in which all items are visually tied together and visible from different angles. Don’t place important merchandise behind other items, even though the main reason is to create surprise or to attract. Surprises don’t generally work in displays; make use of them inside the store by hinting this in the display or at the entrance through a signage.
